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Lesson 3 of 3 · 5 min

Reading performance back

You can see which creative won and go straight back to the brief that made it.

Performance data is only useful if you can act on it, and acting on it means getting from a number to the decision that caused it.

Steps

  1. Look at results per creative rather than per campaign.
  2. Find the best and the worst performer.
  3. Open each and look at the brief and settings behind it.
  4. Write the next round from the winner's settings, changing one thing.

What to compare

Compare creatives that ran under similar conditions. A creative that ran with more budget in a better slot is not proof of a better concept.

What to watch for

Small differences over small numbers are noise. Wait for enough volume before you conclude anything, and be especially careful about killing a creative early based on a first-day number.